Treating Youtube as an archive, a series of video and photo-based works that appropriate amateur images posted online, reconstructing how image posting and “response”—and the online communities dedicated to their propagation— performs the mass-identified narrative of individualism that capitalism proposes. The "My Way" videos cathect issues of gender-specificity, sexual orientation, race, globalization and marketing within the larger codings of belonging and isolation, sameness and difference this vast aggregation of online video documents evokes.